When the “Charm of Three” Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion

Given the prevalence of imagery appeals in today’s marketplace, the current research studies the role of mental imagery in how consumers process and react to advertisements with different numbers of ad claims. Past research has proposed “three” as the magical number of ad claims that maximizes persuasion, with more than three ad claims increasing skepticism and reducing evaluation. In the current research, we replicate this so-called “charm of three” effect, but only when consumers do not engage in mental imagery; when they do, however, we find that the effect is moderated, in that more ad claims beyond three produces more favorable product evaluation. Additionally, we provide evidence that the moderating effect of mental imagery is driven by transportation and skepticism toward the ad claims, with mental imagery increasing transportation and decreasing skepticism when there are more than three ad claims. Our research contributes to a better understanding of the “charm of three” effect, its boundary conditions, and underlying mechanism.     

The experience requirement on well-being

Philosophical Studies - According to the experience requirement on well-being, differences in subjects’ levels of welfare or well-being require differences in the phenomenology of their...     

Attentional characteristics of different types of individuals with high self-esteem in self-threatening situations

The high self-esteem (HSE) heterogeneity hypothesis provides a new research perspective for investigating differences in the quantity and quality of different types of self-esteem. The present study adopted the emotional Stroop paradigm and the odd-one-out search task to explore how individuals with different types of self-esteem process social information in self-threatening situations. The results showed that individuals with different types of self-esteem had an attentional bias toward negative information and had different attentional biases toward angry faces in self-threatening situations. Individuals with fragile HSE and low self-esteem showed facilitated attention to angry faces and had difficulty drawing attention away from them; secure HSE individuals only showed difficulty disengaging attention from angry faces.

     

Does Religious Activity Distinguish the Mortality Experiences of Older Taiwanese? An Analysis Using Eighteen Years of Follow-Up Data

This paper extends investigation of religiosity and longevity to Taiwan using a 1989 survey: N = 3849, aged 60+, with 18 years of follow-up. Religious activity is measured as worship and performance of rituals. A Gompertz regression, adjusted and non-adjusted for covariates and mediating factors, shows the hazard of dying is lower for the religiously active versus the non-active. Transformed into life table functions, a 60-year-old religiously active Taiwanese female lives more than 1 year longer than her non-religious counterpart, ceteris paribus. Mainland Chinese migrants are examined carefully because of unique religious and health characteristics. They live longer, but the religiosity gap is similar.

     

Flexible parafoveal encoding of character order supports word predictability effects in Chinese reading: Evidence from eye movements

Several eye-movement studies have revealed flexibility in the parafoveal processing of character-order information in Chinese reading. In particular, studies show that processing a two-character word in a sentence benefits more from parafoveal preview of a nonword created by transposing rather than replacing its two characters. One issue that has not been investigated is whether the contextual predictability of the target word influences this processing of character order information. However, such a finding would provide novel evidence for an early influence of context on lexical processing in Chinese reading. Accordingly, we investigated this issue in an eye-movement experiment using the boundary paradigm and sentences containing two-character target words with high or low contextual predictability. Prior to the reader’s gaze crossing an invisible boundary, each target word was shown normally (i.e. a valid preview) or with its two characters either transposed or replaced by unrelated characters to create invalid nonword previews. These invalid previews reverted to the target word once the reader’s gaze crossed the invisible boundary. The results showed larger preview benefits (i.e. a decrease in fixation times) for target words following transposed-character than substituted-character previews, revealing a transposed-character effect similar to that in previous research. In addition, a word predictability effect (shorter fixation times for words with high than low predictability) was observed following both valid and transposed-character previews, but not substituted-character previews. The findings therefore reveal that context can influence an early stage of lexical processing in Chinese reading during which character order is processed flexibly.

     

Correlates of Children's Usage of Videogames and Computers1

Fourth-, fifth-, and sixth-grade students responded to a questionnaire concerning their experiences with electronic videogames and computers. Teacher ratings of academic achievement, personality characteristics, and behavior patterns were also obtained for each student. These data were used to examine a number of hypotheses concerning potential harmful or beneficial effects of electronic videogames on school-age children, and to provide preliminary evidence concerning the correlates of computer usage by school-age children. Videogame usage showed significant positive correlations with teacher ratings of impulsivity, significant negative correlations with ratings of academic achievement, and little relationship to rated sociability. Videogame use also proved positively related to other social activities and to microcomputer use.     

为我国心理科学的发展、繁荣和走向世界而奋斗

该文系作者在中国心理学会第稚届全国心理学学术大会上作的工作报告,总结了中国心理学会第六届理事会１９９３－１９９７年的工作,内容包括四个部分：１．积极开展心理学各分支学科的学术活动,促进我国心理科学巽;２．加强心理科学宣传,办好学术和科刊物,出版《中国心理科学》;３．加强与国际交往,我国心理科学开始走向世界;４．坚持民主办会原则,健全学会的组织机构,提高工作效率。     

教师教学监控能力的结构:一个验证性的研究

根据前期的理论研究,建构出教师教学监控能力的六成分结构,并根据这个结构深入到中小学课堂进行现场观察与访谈,由此形成教师教学监控能力量表的初步项目,再经过预试,初步的项目分析与修订,最终形成量表。     

不同时程应激对大鼠行为、免疫和交感神经系统反应的影响

研究旨在研究不同时程情绪应激诱导的大鼠行为、免疫和神经内分泌反应的动态变化及其相互关系。实验采用一种在程序性饮水的固定时间点不确定性给予大鼠空瓶刺激诱发其情绪反应的应激模式,测定不同时程（14,21和28天）应激对大鼠行为、交感神经系统反应、体液免疫功能及体重增长的影响。结果表明,情绪应激导致大鼠攻击行为显著增加,且在整个应激过程中情绪应激组大鼠的攻击行为都被稳定地诱导;不同时程的情绪应激均导致大鼠特异性抗OVA抗体水平明显降低,且降低的程度类似;在情绪应激的第14天和28天应激组大鼠血中去甲肾上腺素水平明显高于对照组,但后者升高的水平明显低于前者。此外,14天应激明显抑制大鼠的体重增长,但随着应激时程的延长,体重增长逐渐恢复。这些结果表明,随着应激时程的延长,大鼠行为、免疫和神经内分泌反应的适应性改变存在时程差异,有助于进一步了解应激诱发的各种反应间的复杂关系     

CSR"品牌":以企业社会责任提升国家形象

消费者对别国的国家形象是通过食品、艺术、旅游等多种接触渠道形成的,其中一种体验会引发并上升为整个国家形象,即“光环效应”。申言之,消费者对其他国家的形象是通过消费者对该国产品的体验间接培育的,而消费者对其他国家某种产品的正、负面体验,将直接影响对该国其它产品的相应看法,即“连带效应”。据此,本文推论,民众可以通过企业社会责任的“光环效应”认知一个国家,进而依据“连带效应”形成对一国企业产品社会责任的总体印象。韩国在华中小型企业社会责任的不良纪录,很可能导致对韩国国家形象的负面看法。特有的集体行动逻辑阻碍了韩国在华中小型企业及时采取反应,其结果又反过来伤害其自身。